Selling to Big Companies by Konrath, Jill -- Read -- Imperial Library of Trantor

Index

TITLE COPYRIGHT ABOUT THE AUTHOR INTRODUCTION PART ONE: ACCEPT THE CHALLENGE 1. WHY NOBODY CALLS YOU BACK

THE OVERWHELMING CORPORATE MYSTIQUE SAIL INTO THE “PERFECT STORM” STOP SOUNDING LIKE A SELF-SERVING SALESPERSON CRACK THE CORPORATE CODE KEY POINTS

2. DOING BUSINESS WITH BIG(GER) COMPANIES

THE ECSTASY OF CORPORATE CLIENTS THE AGONY OF CORPORATE CLIENTS BREAK BIG COMPANIES INTO BITE-SIZED CHUNKS EMPLOY A FOOT-IN-THE-DOOR SALES STRATEGY KEY POINTS

3. UNDERSTAND CORPORATE DECISION MAKERS

THE WORLD OF CORPORATE DECISION MAKERS THEY HAVEN’T GOT TIME FOR THE PAIN KNOW YOUR BIGGEST COMPETITORS MISTAKES YOU DON’T WANT TO MAKE KEY POINTS

4. IT’S ALL ABOUT MAKING A DIFFERENCE

THE NEW MODEL FOR SALES SUCCESS YOU’RE A REAL DIFFERENTIATOR WHAT DECISION MAKERS WANT FROM YOU EMBRACE THE NEW SALES PARADIGM KEY POINTS

PART TWO: BUILD THE FOUNDATION 5. TARGETING: IT’S NOT A NUMBERS GAME

SELECT YOUR FUTURE CUSTOMERS DEFINE THE DEMOGRAPHICS SCOPE OUT THE PSYCHOGRAPHICS EVALUATE THE ENABLING CONDITIONS NAME THAT NICHE KEY POINTS

6. IS YOUR VALUE PROPOSITION STRONG ENOUGH?

WHY ELEVATOR SPEECHES AND UNIQUE SELLING PROPOSITIONS ARE BOTH WORTHLESS WEAK VALUE PROPOSITIONS ARE EPIDEMIC DESCRIBE TANGIBLE, MEASURABLE BUSINESS OUTCOMES THE IRRESISTIBLE ATTRACTION OF POWERFUL VALUE PROPOSITIONS HOW TO USE YOUR VALUE PROPOSITION KEY POINTS

7. STRENGTHEN YOUR VALUE PROPOSITION

FIND THE POWER OF YOUR VALUE PROPOSITION CAPITALIZE ON YOUR COLLECTIVE WISDOM WHAT IF YOU DON’T HAVE METRICS? TEST YOUR VALUE PROPOSITION KEY POINTS

8. KNOWING ENOUGH TO GET IN

DIG UP THE DIRT TAP INTO ONLINE RESOURCES GET CREATIVE TO GET THE SCOOP WATCH FOR TRIGGER EVENTS KEY POINTS

9. LEVERAGE YOUR NETWORK

WHY MOST NETWORKING IS A WASTE OF TIME BUILD YOUR NETWORKING FOUNDATION MAXIMIZE YOUR BUSINESS CONNECTIONS CREATE OPPORTUNITIES WITH STRATEGIC ALLIANCES KEY POINTS

PART THREE: LAUNCH THE CAMPAIGN 10. IDENTIFY KEY DECISION MAKERS

DEFINE THE ELUSIVE DECISION MAKER PIGGYBACK OFF THE NAMES YOU UNCOVER KEY POINTS

11. STOP WAITING FOR DECISION MAKERS TO CALL YOU BACK

WHY YOU NEED AN ACCOUNT ENTRY CAMPAIGN BREAK THROUGH THE MARKETING CLUTTER PACK YOUR CAMPAIGN TOOL KIT IMPLEMENT YOUR ACCOUNT ENTRY CAMPAIGN KEY POINTS

12. CREATE ENTICING VOICE MAIL MESSAGES

TOSS OUT THE TRITE AND TRADITIONAL WHAT’S ENTICING TO CORPORATE DECISION MAKERS? ANATOMY OF AN EFFECTIVE VOICE MAIL MESSAGE PULL IT ALL TOGETHER KEY POINTS

13. GET READY FOR PRIME TIME

FINE-TUNE YOUR VOICE MAIL MESSAGE TAKE YOUR MESSAGE TO THE NEXT LEVEL THROW AWAY THE SCRIPT EVALUATE YOUR VOICE MAILS KEY POINTS

14. PROVOCATIVE WRITTEN COMMUNICATIONS

TARGETED LETTERS FOR TARGETED PROSPECTS WHAT’S WRONG WITH THIS LETTER? WHAT MAKES THIS LETTER WORTH READING? HOW TO WRITE CUSTOMER-ATTRACTING LETTERS KEY POINTS

15. LEVERAGE E-MAIL STRATEGIES TO GET IN

AVOID WRITING MESSAGES THAT GET DELETED HOW TO WRITE GREAT E-MAILS CREATE MESSAGES THAT ELICIT RESPONSES SELECT ENTICING SUBJECT LINES KEY POINTS

PART FOUR: BREAK THROUGH THE BARRIERS 16. BECOME IRRESISTIBLE TO DECISION MAKERS

GET GROUNDED BEFORE YOU CALL PRACTICAL TACTICAL IDEAS CREATE CONVERSATIONS, DON’T MAKE PITCHES THE BUSINESS-TO-BUSINESS CONVERSATION EXTEND THE DISCUSSION KEY POINTS

17. OVERCOME OBSTACLES, ELIMINATE OBJECTIONS

STOP CREATING CUSTOMER OBJECTIONS DEAL WITH THE REALLY TOUGH OBJECTIONS AND OBSTACLES BRUSH OFF YOUR PROSPECT’S BRUSH-OFFS KEY POINTS

18. TURN GATEKEEPERS INTO GATE OPENERS

HOW NOT TO TREAT A GATEKEEPER ENLIST THE SUPPORT OF GATEKEEPERS LEARN FROM GATEKEEPERS KEY POINTS

19. KEEP THE CAMPAIGN ALIVE

STAY IN TOUCH WITHOUT SOUNDING DESPERATE WHAT TO DO WHEN DECISION MAKERS CONTACT YOU PREPARE LIKE A PRO FOR CALLBACKS WHEN DO YOU QUIT TRYING TO GET IN? KEY POINTS

PART FIVE: ADVANCE THE SALE 20. PLAN AN AWESOME FIRST MEETING

AVOID DIARRHEA OF THE MOUTH HOW TO CONVERSE WITH PROSPECTIVE CUSTOMERS ENGAGE IN QUESTIONABLE PRACTICES GUIDELINES FOR GOOD QUESTIONING KEY POINTS

21. DEVELOP AN UNSTOPPABLE MOMENTUM

KNOW WHERE YOU’RE GOING BEFORE YOU GET THERE COMPLETE THE SALES CALL PLANNING GUIDE MAKE SURE YOU’RE SET UP FOR SUCCESS WHAT DO YOU DO IF . . . ? KEY POINTS

22. THE MINDSET OF SUCCESS

EXPERIMENT WITH SALES HOLD YOURSELF ACCOUNTABLE REMEMBER WHAT’S IMPORTANT KEY POINTS

APPENDIX: ACCOUNT ENTRY TOOL KIT FREE SALES RESOURCES ACKNOWLEDGMENTS